Application program interface script caching and batching

ABSTRACT

Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for managing application program interface calls. In one aspect, a method includes generating a first API call to an advertising service. The first API call requests first entities corresponding to a campaign management entity. A set of first entities is received in response to the API call. An instruction for a request for second data associated with a particular first entity is processed. A determination is made, in response to the processing, that the second data associated with particular first entity is not stored in the local cache. In response to the determining, the request for second data associated with the particular first entity is expanded to a request for second data associated with each of a multitude of additional first entities in the set of first entities.

This application claims the benefit under 35 U.S.C. §119(e) of U.S.Patent Application No. 61/525,459, entitled “Advertiser CampaignScripting,” filed Aug. 19, 2011; U.S. Patent Application No. 61/555,092,entitled “Advertiser Campaign Script Execution Management,” filed Nov.3, 2011; U.S. Patent Application No. 61/555,086, entitled “AdvertiserService Scripting,” filed Nov. 3, 2011; U.S. Patent Application No.61/555,068, entitled “Application Program Interface Script Caching AndBatching,” filed Nov. 3, 2011; and U.S. Patent Application No.61/555,071, entitled “Advertising Campaign Script Execution Management,”filed Nov. 3, 2011; the disclosures of which are incorporated herein byreference in their entirety.

BACKGROUND

This specification relates managing application program interface callsfor script execution in, for example, an advertising managementenvironment.

The Internet enables access to a wide variety of content items, e.g.,video and/or audio files, web pages for particular subjects, newsarticles, etc. Such access to these content items likewise enablesopportunities for targeted advertising. For example, advertisements canbe provided with search results in response to a search query providedby a user; provided for web pages of third party online publishers thathave content related to the advertisement; or provided in response to aspecific request from a user, such as when a user requests informationfor particular products or services.

An advertising management system can be used to facilitate the valueexchange between advertisers and publishers. Advertisers provideadvertisements, specify targeting criteria for ad campaigns, and offerbids for the opportunities to have their advertisements presented onpublishers' webpages. Online advertisers use advertising managementtools to manage their advertising campaigns. These management toolsinclude an account interface that allows an advertiser to create anddefine various aspects of advertising campaigns and ad groups, such askeywords, targeting criteria, budgets, bids for ad placement, duration,different types of advertisements, and so on. After the advertiser hasspecified the campaign and ad group data and activated the advertisingcampaigns and/or ad groups, advertisements can be dynamically selectedand served on publishers' webpages according to the various keywords andother targeting criteria specified by the advertiser.

Once an advertising campaign is launched, and advertiser uses theadvertising management tools to monitor the performance of theadvertising campaign. One system allows the use of scripts to manage anadvertising campaign. Depending on the performance of the advertisingcampaign, execution of the script results in changes to targeting, bids,budgets, advertisements, etc., of the advertising campaign. However, theadvertising campaign may have thousands of bids, tens of thousands oftargeting criteria, and various other associated data. In the situationin which a script execution engine is implemented in a manner in whichthe script execution engine must communicate with the advertisementmanagement system though one or more APIs, requests for data and changesto data may result in tens of thousands of data elements being requestedand modified for a script execution in an API call. This can result inmultiple API calls between the respective systems, and some API callsmay be prone to failure due to the sheer size of the data set(s)underlying the call.

SUMMARY

In general, one innovative aspect of the subject matter described inthis specification can be embodied in methods that include the actionsof executing, for each of a plurality of rules, a corresponding scriptdefining the rule, the rule being associated with a campaign managemententity of an advertising campaign and defining an operation and acorresponding event, the event being the occurrence of a conditiondefined for the campaign management entity, and the operation beingspecifying an entity change for the associated campaign managemententity, the execution of the script comprising: generating a first APIcall to an advertising service, the first API call for first entitiescorresponding to the campaign management entity and receiving a set offirst entities response to the API call and storing the set of firstentities in a local cache that is local to the data processingapparatus, processing an instruction for a request for second dataassociated with one of the first entities and in response: determiningwhether the second data associated with the one of the first entities isstored in the local cache; in response to the determining that thesecond data is not stored in the local cache: expanding the request forsecond data associated with one of the first entities to a request forsecond data associated with a plurality of the first entities in the setof first entities, and generating a second API call to the advertisingservice for the expanded request; and in response to the determiningthat the second data is stored in the local cache, accessing the localcache for the second data. Other embodiments of this aspect includecorresponding systems, apparatus, and computer programs, configured toperform the actions of the methods, encoded on computer storage devices.

In general, another innovative aspect of the subject matter described inthis specification can be embodied in methods that include the actionsof executing by a data processing apparatus, for each of a plurality ofrules, a corresponding script defining the rule, the rule beingassociated with a campaign management entity of an advertising campaignand defining an operation and a corresponding event, the event being theoccurrence of a condition defined for the campaign management entity,and the operation being specifying an entity change for the associatedcampaign management entity, the execution of the script comprising:identifying requests to an advertising service, the requestscollectively being for a first cardinality of first entities of a sametype and corresponding to the campaign management entity; selecting acardinality limit associated with the entity type; for requests in whichthe first cardinality is greater than the cardinality limit, generatinga plurality of API calls to the advertising service for the firstentities, each of the API calls specifying up to the cardinality limitof first entities; and for requests in which the first cardinality isless than the cardinality limit, generating a API call to theadvertising service for the first entities. Other embodiments of thisaspect include corresponding systems, apparatus, and computer programs,configured to perform the actions of the methods, encoded on computerstorage devices.

Particular embodiments of the subject matter described in thisspecification can be implemented to realize one or more of the followingadvantages. The invocation of various rules based on detected eventsallows advertisers to automate the changing of many features of anadvertising campaign. The automation of such changes allows advertisersto focus more time on the effects of the change and less time on manualprocesses to implement changes. This shift in focus, in turn, allowsadvertisers to devote more time to achieving the goals of theircampaign, and this leads to better campaign management.

The system that provides for management and execution of the rules maybe external to an advertising management system that manages and storescampaign data upon which the rules operate. Accordingly, the twoseparate systems communicate by means of application programminginterface (API) calls. During execution of a rule, an API call requesteddata for a first entity can be expanded to request that samecorresponding data for all previously requested entities. The expansionof the API call can drastically reduce the number of API calls betweenthe systems, which, in turn, frees up processing resources. The systemcan dynamically expand the API calls during script execution, and thusscript coding optimization techniques need not be utilized at the scriptlevel.

Additionally, during execution API calls for the same entity types canbe batched for more efficient utilization of API resources. The systemcan monitor success and failures of API calls (e.g., monitor for APIcall timeouts, batch update failures, etc.). The system can dynamicallyadjust the number (cardinality) of entities being requested or updatedfor API calls until a desired success rate is achieved. The batching ofthe API call into apportioned API calls facilitates the writing ofscripts that do not need to take into account pre-defined call limits.Furthermore, when an operation on a particular entity fails, the APIcall can be regenerated to omit the particular entity, thus ensuring atleast partial success of a particular batch execution.

The advantages listed above are not exhaustive, and other advantages arealso realized.

The details of one or more embodiments of the subject matter describedin this specification are set forth in the accompanying drawings and thedescription below. Other features, aspects, and advantages of thesubject matter will become apparent from the description, the drawings,and the claims.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1A is a block diagram of an example online advertising environment.

FIG. 1B is a flow diagram of an example process for executing rulesassociated with a campaign.

FIG. 2A is an illustration of a user interface through which rulesassociated with an advertising campaign can be accessed.

FIGS. 2B and 2C are illustrations of automation menus for differentcampaign entities at different campaign levels.

FIG. 3 is an example user interface for keyword rules at an ad grouplevel.

FIG. 4 is an example user interface for ad group rules at an ad grouplevel.

FIG. 5 is an example user interface for campaign rules at an ad grouplevel.

FIG. 6 is a block diagram depicting a batching technique for API calls.

FIG. 7 is a flow diagram of an example process for batching API calls.

FIG. 8 is a flow diagram of an example process for determiningcardinality limits based on campaign management entity types.

FIG. 9 is a block diagram depicting an expanded API call to facilitatecaching and prefetching of data for an API call.

FIG. 10 is a flow diagram of an example process for expanding an APIcall.

FIG. 11 is a block diagram of a data processing apparatus system.

Like reference numbers and designations in the various drawings indicatelike elements.

DETAILED DESCRIPTION

Example Environment

FIG. 1A is a block diagram of an example online advertising environment100. The online advertising environment 100 utilizes an advertisingmanagement system 102 to facilitate the sale and purchase of onlineadvertising opportunities between publishers and advertisers.

The online advertising environment 100 includes a computer network 104,such as a local area network (LAN), wide area network (WAN), theInternet, or a combination thereof, connecting publisher websites 106,publisher client devices 108, advertiser websites 110, advertiser clientdevices 112, user client devices 114, and the advertising managementsystem 102. The advertising management system 102 further has access toan advertising content store 124, a campaign data store 126, and acampaign statistics store 128.

Each publisher website 106 has one or more webpage resources associatedwith a domain name, and each publisher website 106 is hosted by one ormore servers. An example website is a collection of webpages formattedin hypertext markup language (HTML) that can contain text, images,multimedia content, and programming elements. Each publisher website 106is maintained by a publisher, e.g., an entity that manages and/or ownsthe website.

Publisher client devices 108, advertiser client devices 112, and userclient devices 114 are electronic devices that are under the control ofusers. In particular, the publisher client devices 108 are under controlof users that are agents of the publishers, the advertiser clientdevices 112 are under the control of users that are agents of theadvertisers, and user client devices 114 are under the control of usersthat are not associated with the publishers or advertisers. A clientdevice typically includes a user application, such as a web browser, tofacilitate the sending and receiving of data over the network 104.

The advertising management system 102 facilitates the sale and purchaseof advertising opportunities between publishers 106 and advertisers 110.The advertising management system 102 includes components such as amanagement system 116, a scripting system 118, an advertising servingsystem 120, and a reporting system 122.

The advertiser management system 116 provides user interfaces foradvertisers (e.g., using advertiser client devices 112) to defineadvertising campaigns and ad groups, submit advertising content, andspecify various targeting and/or ad placement criteria for theadvertising content in each advertising campaign and/or ad group. Theadvertising content is stored in the advertising content store 124 andthe targeting and ad placement criteria are stored in the campaign datastore 126. For each ad group or campaign, the advertisers can alsospecify bids for ad slots associated with particular keywords throughthe interface provided by the advertiser management system 116.Advertisers' bids, budgets, as well as other campaign relatedpreferences are also stored in the campaign data store 126.

An account management tool can be employed by an advertiser to createand manage a large number of online advertising campaigns for variousproducts and services that the advertiser offers. The account managementtool can be made available to the advertiser either through an onlineinterface provided by the advertiser management system 116 or as aaccount management software application installed and executed locallyat the advertiser's client devices 112. The online interface and/or thelocally executed account management software application can be used fordownloading existing account data from the advertiser management system116 and for uploading new and/or modified account data to the advertisermanagement system 116.

The advertiser can create and manage multiple advertising campaignsusing the account management tool offered by the advertiser managementsystem 116. The advertiser can further specify multiple ad groups undereach ad campaign, and specify respective advertisements, budgets,keywords, and other targeting and/or ad placement criteria for each ofthe ad groups. Typically, the advertising account can be abstracted intoa hierarchical structure. For example, the advertising account caninclude one or more ad campaigns, each ad campaign can include one ormore ad groups, and each ad group can include one or more advertisementsand keywords.

Each advertising campaign is represented in the campaign data stores asa collection of associated campaign entities. Each particularadvertising campaign is represented by an advertising campaign entityfor the advertising campaign, and each advertising campaign entity canbe associated with one or more advertisement group entities, each ofwhich defines an advertisement group. Each advertising group entity, inturn, is associated with respective advertisement entities, a budgetentity, targeting entities, and bid entities. Each respectiveadvertisement entity defines an advertisement, the budget entity definesa budget, each targeting entity defines a targeting criterion, and eachbid entity defines a bid. Other entity associations are also possible,e.g., an advertising campaign entity can be associated with a budgetentity defining an overall budget, etc.

To create a new ad campaign, a user can first specify values for thecampaign level advertising parameters of the ad campaign. The campaignlevel advertising parameters include, for example, a campaign name, apreferred content network for placing ads, a budget for the ad campaign,start and end dates for the ad campaign, a schedule for ad placements, atargeted language, and targeted geographical locations. Other campaignlevel advertising parameters includes, for example, a payment schemesuch as a cost-per-click (CPC), cost per thousand impressions (CPM),cost-per-action (CPA), and so on.

For the ad campaign, the user can further define one or more ad groups.An ad group contains one or more advertisements, which target aparticular set of keywords, ad placements, or both. Ad groups under thesame campaign can share the same campaign level advertising parameters,but have tailored specifications for particular ad group leveladvertising parameters, such as keywords, bids for keywords, budget, andso on.

Generally, an advertiser can create different ad groups to have morefocused targeting on different product lines or services. For example,different sets of keywords specific to the different product lines orservices can be used for the different ad groups. Sometimes, differentad groups can also target different market segments and/or demographiccharacteristics. Keywords specific for the different market segmentsand/or demographic characteristics can be included in the different adgroups.

To create a new ad group, the user can first specify values for the adgroup level advertising parameters of the ad group. The ad group leveladvertising parameters include, for example, an ad group name, andvarious bids for different ad placement opportunities (e.g., automaticplacement, advertiser managed placement, etc.) or outcomes (e.g.,clicks, impressions, conversions). An ad group name can be one or moreterms that the user can use to concisely capture a topic or subjectmatter that the ad group is targeting. For example, a car dealership cancreate a different ad group for each type of vehicles it carries, andmay further create a different ad group for each model of vehicles itcarries. Examples of the ad group themes that the car dealership can useinclude, for example, “sports car,” “sedan,” “truck,” “hybrid,” and soon.

After creating the campaign and one or more ad groups under thecampaign, the advertiser can specify one or more keywords andadvertisements to each ad group. The keywords are typically terms thatare relevant to the product or services that the user wishes to promotefor the ad group. Each keyword can include one or more terms. Forexample, the car dealership may include “automobile”, “sports car,” “V-6engine,” “four-wheel drive,” “fuel efficiency,” and so on as keywordsfor its ad groups and ad campaigns. The advertiser can also specifywhether exact match of keywords are required for ad placements on thecontent network.

In addition to keywords, for each ad group, the advertiser can alsospecify a number of advertisements for selection by the ad server whenan advertising opportunity becomes available that matches the budget, adschedule, maximum bids, keywords, and other targeting criteria specifiedfor the ad group. Different types of ads can be included in an ad group,such as a text ad, an image ad, a local business ad, a mobile ad, and soon.

Other aspects of the ad group can be defined in terms of variousadvertising parameters and specified by user-entered values or defaultvalues for those various advertising parameters. After the advertiserhas specified all the required advertising parameters for each level andaspect of the ad campaign(s), the advertising campaign entity data(e.g., including the campaign structure and the advertising parameterson each level within the campaign structure) can be uploaded to theadvertiser management system 116, and the data are persisted to thecampaign data store 126. The advertising campaign can be created andactivated according to the advertising campaign data specified by theadvertiser.

The management system 116 also provides an interface for publishers(e.g., using publisher client devices 108) to specify ad slots availableon the publisher's online properties. For example, the publishers canspecify the cost, type, dimensions, and targeting criteria (e.g.,keywords associated with the content of the online properties) for eachad slot. The publisher management server 118 provides scripts orreferences to scripts to the publishers according to the specificationsof the ad slots.

Each publisher 106 can insert instructions into its webpages or contentitems. When the webpages and content items are downloaded to user clientdevices 114, the instructions are executed to generate one or more adrequests to the advertising management system 102. The advertisingserving system 120 of the advertising management system 102 responds tothe ad requests by sending advertisements to the requesting user clientdevice 114 for insertion into appropriate ad slots in the publisher'swebpages or content items as rendered on the requesting user clientdevice 114. The advertisements can include embedded links to landingpages (e.g., webpages on the advertisers' websites 110) that a user isdirected to when the user clicks on the advertisements presented on thepublisher's webpages or in the content items.

The ad requests are optionally associated with user characteristics(e.g., user's age, gender, income, language preferences, and so on) andadvertising context (e.g., keywords associated with webpage content,location, local time of ad request, and so on).

Various user privacy measures are implemented to remove personallyidentifiable information from the user characteristics data. Theadvertising serving system 120 can select advertisements from theadvertising content store 124 for each ad request based on a matchbetween an advertiser's campaign criteria in the campaign data store 126and the user characteristics and advertising context associated with thead request.

The advertisements provided after a successful match, and optionallyuser responses (e.g., click-throughs, conversions, and so on) to theadvertisements, can be tracked by various tracking mechanisms (e.g.,tracking cookies, pixel callbacks, etc.), sent back to the advertisingmanagement system 102, and stored in the campaign statistics store 128.The tracking is enabled by various user opt-in processes. The reportingsystem 122 provides user interfaces for advertisers and publishers toreview reports on the campaign statistics in various formats.Performance of particular keywords, ad groups, and campaigns can bemeasured based on various performance metrics, such as cost per action(e.g., click or conversion), conversion length (e.g., number of clicksbetween initial impression and conversion), and so on.

Scripting System

The advertising management system 102 also includes a scripting system118 that facilitates advertising server scripting for automatedmanagement of an online advertising campaign. In some implementations,the scripting system 118 can be a part of the advertisement managementsystem 116, and be realized by series of online user interfaces or auser interfaces generated from locally executed account managementsoftware.

Each advertiser, by means of user interface provided by the scriptingsystem 118, can define scripted rules 130 and associate the rules withtheir advertising campaigns. The scripting system 118 facilitates theautomation of actions that allow advertisers to associate campaignmanagement operations with events that trigger the automations. Thecombination of one or more events and one or more operations is definedas a rule. The advertisement management system 102 monitors for theevents, and upon the occurrence of events associated with a particularrule, the operations associated with that rule are executed.

In some implementations, the scripting system 118 pre-authorizes theoperation of a rule based on the credentials of a particular user thatis generating the rule. For example, if a particular advertisingexecutive of an advertiser generates a rule by use of the scriptingsystem 118, and the user is authorized to manually perform theoperations defined by the rule, then the scripting system pre-authorizesthe execution of the rule on behalf of the user. In addition, changesmade to the campaign according to the specified changes of the rule areattributed to the user. Conversely, if the user is not authorized tomanually perform the operations defined by the rule, then the scriptingsystem does not pre-authorize the execution of the rule on behalf of theuser.

Each rule is associated with an advertising campaign entity (e.g.,directly associated with an advertising campaign entity or associatedwith a child entity of the advertising campaign entity) and defines anoperation and a corresponding event. As used in this specification, anevent is the occurrence of a condition defined for the advertisingcampaign(s) (or child entities of the advertising campaign) by theadvertiser. The condition can be budget related, performance related,date related, targeting related, user device type related, etc., andcombinations of one or more of these conditions. Events are described inmore detail below.

The scripting system 118 executes the operation in response to thedetection of the corresponding event. Each operation specifies an entitychange for a campaign management entity associated with the advertisingcampaign entity and the rule.

FIG. 1B is a flow diagram of an example process 150 for executing rulesassociated with a campaign. The process 150 can be implemented by thescripting system 118.

The scripting system 118 accesses advertising campaign data thatincludes campaign entities and rules (152). For example, the scriptingsystem 118 accesses the campaign data store 126 of the advertisingmanagement system 102, and scripted rules 130 that are associated withthe campaign data and defined by the advertisers.

The scripting system 118 detects events defined by the rules (154). Forexample, the scripting system 118, for each rule, determines thecondition defined by the rule and checks to determine if the conditionhas occurred. If the condition has occurred, then the event is detected.An example of a condition is a click through rate associated with an adgroup exceeding a threshold percentage defined by the advertiser. Theconditions can be checked periodically, e.g., according to a frequencyparameter associated with the rule. Conditions and frequencies aredescribed in more detail below.

The scripting system 118 executes operations associated with thedetected event for a rule (156). For example, scripting system 118 willchange values associated with corresponding campaign entities affect bythe operation and persist the changes to the campaign data store 126. Anexample of an operation is a changing of the cost per click bidassociated with a particular ad group by a predefined percentage.Operations are described in more detail below.

In some implementations, each rule is also associated with the useridentifier of the user that defined the rule. When the operationsassociated with the event by the rule are executed, the campaignmanagement entity changes that occur are attributed to the useridentifier. This allows the advertiser to track responsible parties thatauthorized the change to particular campaign entities, and, in someimplementations, precludes the execution of the operation ifauthorization privileges associated with the user identifier have beenrevoked.

Example Scripting User Interfaces

The scripting system 118 provides a variety of user interfaces thatfacilitate the creation of rules for campaigns. FIG. 2A illustrates auser interface 200 through which rules associated with an advertisingcampaign can be accessed. As shown by the path 202 in FIG. 2A, campaignentities associated with a campaign identified by the advertisingcampaign entity “stamp classes” and an advertising group identified bythe advertising group entity “cards” are displayed. The particularcampaign entities that are shown are keyword targeting entities, asindicated by the selected tab of the tab list 204.

Various keywords and associated parameters are identified by data shownin the columns 206. For example, the keywords “stamping classes”,“stampin up classes”, etc., are associated with the ad group cards ofthe advertising campaign stamp classes. Thus, advertisements that areassociated with this ad group are targeted using the keywords shown. Theuser may select specific keywords shown in the columns.

The user interface 200 includes an automate menu button 208 that can beused to access and manage rules associated with the advertising group“cards.” In response to a selection of the automate menu button 208, theuser interface 200 generates an automation menu 210. The menu includesmultiple submenus 212, 214, 216, 218, and 222.

In some implementations, the submenus 212, 220, and 222 are static menusthat are shown each time an automate menu button 208 is selected, andeach additional submenu (e.g., submenus 214, 216, and 218) arecontextual menus that are dependent on the particular campaign entity towhich the user interface 200 corresponds. In FIG. 2A, for example, theuser interface 200 presents keywords at an advertising group level. Thecontextual submenu 214 corresponds to keywords, and can be used toaccess an environment for creating rules for keywords. For example, asshown in FIG. 2A, rules with three different types of operations can becreated—pausing keywords, changing a max cost per click (CPC) bid, andraising bids to a first page CPC. Likewise, the contextual submenu 216corresponds to ad groups, and can be used to access an environment forcreating rules for ad groups. Here, rules with two different types ofoperations can be created—pausing an ad group, and changing an ad groupmax CPC. Similarly, the contextual submenu 218 can be used to accessenvironment for creating rules for campaigns. From the submenu 218,rules with two different types of operations can be created—pausing thecampaign, and changing a daily budget.

The rule creation options shown in FIG. 2A are an example default set ofrule creation options that available to all advertisers. As will bedescribe in more detail below, advertisers may also define customizedoperations for creating rules, and associate the customized rules withparticular campaign entities. If such customized operations are defined,they are shown in the automation menu 210 if the user interface fromwhich the automation menu is invoked is a campaign level thatcorresponds to an associated customized operation.

In general, an automation menu for a particular user interfacecorresponds to particular campaign level and campaign entities to whichthe user interface corresponds. FIGS. 2B and 2C are illustrations ofautomation menus for different campaign entities at different campaignlevels. The automation menus 230 and 240 of FIG. 2B are automation menusthat are generated at the campaign level for user interfaces thatrespectively present ad groups and keywords at the campaign level. Theautomation menu 230 includes contextual submenus 234 and 236. Thecontextual submenu 234 corresponds to advertising groups, and can beused to create rules for advertising groups. Likewise, the contextualsubmenu 236 corresponds to campaigns, and can be used to create rulesfor campaigns. The automation menu 240 is similar to the automation menu230, including two contextual submenus 244 and 246. The contextualsubmenu 244 corresponds to keywords, and the contextual submenu 246corresponds to campaigns.

The automation menus 250, 260, and 270 of FIG. 2C are automation menusthat are generated for user interfaces that present all advertisingcampaigns associated with an advertiser. The automation menu 250 isgenerated in the user interface from which the user may select multiplecampaigns, and includes contextual submenus 254, 256, and 258, that arerespectively associated with campaigns, ad groups, and keywords.Likewise, the contextual submenu 260 is generated in a user interface inwhich a user may select multiple advertising groups from multiplecampaigns, and includes contextual submenus 264, 266, and 268 that arerespectively associated with advertising groups, campaigns, andkeywords. The contextual submenu 270 is generated in a user interface inwhich a user may select multiple keywords for multiple campaigns, andincludes contextual submenus 274, 276, and 278 that are respectivelyassociated with keywords, advertising groups, and campaigns.

FIG. 3 is an example user interface 300 for keyword rules at an ad grouplevel. The user interface 300, for example, can be accessed through anautomation menu, or through another user interface element that can beused to invoke a rule creation environment. The user interface 300 isbeing used to create a rule titled “Raise bids to first page CPC.”

An apply menu 302 is used to select campaign entities to which the rulewill be associated. As shown in FIG. 3, the rule is currently selectedto be applied to all keywords in a selected advertisement group. Analternative application selection could be, for example, a subset ofkeywords within an advertisement group.

The rule defines a corresponding operation 304 that, when executed,results in an increase in keyword bids for all keywords in the ad group,up to a maximum bid of $10, or some other value specified by theadvertiser. For example, if the operation were to be executed, and acurrent first page cost per click for certain keywords is $4.50 andcurrent keyword bids in the ad group are $3.25, then bid entities forthe current keyword bids are increased to $4.50.

Also associated with the rule are conditions that define the event thatwill result in execution of the operation. The conditions are defined byrequirements 306, each with different corresponding conditionthresholds. The example condition shown are a keyword click through rateof 3.25% or higher, and an advertisement group spent budget of 90% orless. Accordingly, provided the budget for the advertisement group isnot almost exhausted (e.g., less than 90% spent), bids forhigh-performing keywords (e.g., keywords with the click through rate of3.25% or higher) will be increased up to a maximum of $10. Additionalrequirements can be added by the user in response to the user selectingthe “+Add requirement” link.

Frequency menu items 308 are used to define one or more frequencyparameters for the rule. Frequency parameters are used to define thefrequency and frequency conditions at which the rule is executed. Asshown in FIG. 3, the rule is to be executed daily at 1:00 PM usingperformance data from the prior day. Other frequencies can also be used,such as weekly, monthly, or even a one-time frequency. Likewise,different times can be used, and performance data can be used from othertime periods, such as data from the last week, or even data from thelast month. In some implementations, rules can be defined with frequencyparameters, and each rule defined with the default frequency parametersare executed at the same frequency.

The user interface 300 includes a name input field 310 in which a usermay type the name of the rule, and a reporting menu item 312 throughwhich a user may specify an e-mail reporting frequency.

The user interface 300 also includes a preview rule button 314. In someimplementations, such as the implementation shown in FIG. 3, the rulemust be previewed before the rule can be persisted to the scripted rules130 for use in the automated management of an advertising campaign.

A save button 316 and a cancel button 318 are also included in the userinterface 300. As depicted in FIG. 3, the save button 316 is currentlydisabled, indicating that the rule has not been previewed. Once the ruleis previewed, the rule may be saved by use of the save button 316. Oncethe rule is saved, the rule will be available in the application menufor user interfaces that correspond to campaign entities to which therule is to be applied as specified by the apply menu 302. Accordingly,by creating multiple rules and associating each with different campaignentities, the scripting system 118 creates a context-based ruleapplication environment.

The options available in the apply menu 302 can, in someimplementations, differ depending upon the particular campaign entitylevel from which a user invoked the user interface 300. The options varybecause the campaign management entities are associated according to ahierarchy in which the advertisement entities, budget entities,targeting entities, and bid entities are subordinate to theadvertisement group entities, and the advertisement group entities aresubordinate to the campaign management entities. Thus, in someimplementations, a rule applied to any campaign entity at a particularnode in a hierarchy may also be selectively applied to other campaignentities of the same type but at different nodes in the hierarchy.

For example, as described above, the user interface was invoked at anadvertisement group level (i.e., invoked from a user interface in whichkeywords for a particular advertisement group are shown). Accordingly,the available options to which the rule may be applied are all keywordswithin the advertisement group, and selected keywords within theadvertisement group. In some implementations, if the user interface wereinvoked at a campaign level (i.e., invoked from a previous userinterface in which keywords for a particular advertisement campaign areshown), then the available options to which the rule may be applied areall keywords in the particular campaign, and a subset selected keywordswithin the advertisement campaign. Likewise, if the user interface wereinvoked from user interface in which keywords were shown for alladvertising campaigns for a particular advertiser (e.g., an “allcampaigns” level), then the available options to which the rule may beapplied are all keywords for all campaigns, and a subset of selectedkeywords from the advertisement campaigns.

Accordingly, any one rule associated with an advertising campaign entitycan further be associated with all campaign entities subordinate to theadvertising campaign entity (e.g., targeting entities such as keywords).Likewise, the condition for the rule can also be defined for a campaignmanagement entity subordinate to the advertising campaign entity (e.g.,the targeting entities that are subordinate to the advertising campaignentity).

In some implementations, the user interface 300 is a default userinterface for one of several default rules that are available to alladvertisers. Other default rules at the keyword level include, forexample, changing the max CPC bid, and pausing particular keywords. Forexample, the contextual submenu 214 of FIG. 2 includes a respective menuitem for each of the user interfaces. Conditions necessary for definingevents for the execution of particular operations to change the max CPCbid of keywords, and pausing particular keywords, can be defined byusers in the respective user interfaces.

FIG. 4 is an example user interface 400 for ad group rules at an adgroup level. The user interface 400 can, for example, be accessedthrough an automation menu, or through another user interface elementthat can be used to invoke a rule creation interface. The user interface400 is being used to create a rule titled “Raise bids to first pageCPC.” The user interface environment is similar to the user interface300 of FIG. 3. The rule being defined by the user interface 400 resultsin a 50% increase in the maximum cost per click for an advertisementgroup if two conditions are met. The first condition is that theadvertisement group is a low performing advertisement group (e.g., withthe click through rate less than 1%), and the second condition is thatthe budget for the advertisement group is not almost exhausted (e.g.,less than 90% of the daily budget has been spent).

Thus, the condition of the rule is a click through rate threshold forthe advertisement group defined by the advertisement group entitymeeting a first threshold. The operation 404 of the rule is adjusting abid defined by a bid entity associated with the advertisement groupentity so that the bid meets a cost per click value that increases thelikelihood that an advertisement of the advertisement group isdisplayed.

The options available in the apply menu 402 can, in someimplementations, differ depending upon the particular campaign entitylevel from which a user invoked the user interface 400. As shown in FIG.4, the user interface 400 was invoked at an advertisement group level.Accordingly, the available options to which the rule may be applied toare selected advertisement group, all advertisement groups in a selectedcampaign, and all advertisement groups in all campaigns. In someimplementations, if the user interface were invoked at a campaign level,then the available options to which the rule may be applied are selectedadvertisement groups, or all advertisement groups in a particularcampaign. Likewise, if the user interface were invoked from an allcampaigns level, then the available options to which the rule may beapplied are selected advertisement groups, all advertisement groups, andall campaigns.

In some implementations, the user interface 400 is a default userinterface for one of several default rules that are available to alladvertisers. Other default rules at the advertising group level include,for example, pausing an advertisement group. For example, the contextualsubmenu 216 of FIG. 2 includes a respective menu item for each of theuser interfaces. Conditions necessary for defining events for theexecution of the particular operations associated with the advertisinggroups can be defined by users in the respective user interfaces.

FIG. 5 is an example user interface for campaign rules at an ad grouplevel. In FIG. 5, the campaign management entity is an advertisingcampaign entity, and the conditions 506 of the rule are a click throughrate threshold for the campaign identified by the camping entity notmeeting a first threshold and a traffic parameter (impressions) of thecampaign not meeting a second threshold. The operation 504, uponexecution, results in a pausing of the campaign provided the eventdefined by the conditions occur to preclude the serving ofadvertisements associated with the campaign.

The options available in the apply menu 502 can, in someimplementations, differ depending upon the particular campaign entitylevel from which a user invoked the user interface 500. As shown in FIG.5, the user interface 500 was invoked at an advertisement group levelfor a selected campaign. Accordingly, the available options to which therule may be applied are currently selected campaign, and all campaigns.In some implementations, if the user interface were invoked at an allcampaigns level for advertising campaigns, then the available optionsare selected campaigns and all campaigns. Otherwise, the only availableoption to which the rule may be applied is all campaigns.

In some implementations, the user interface 500 is a default userinterface for one of several default rules that are available to alladvertisers. Other default rules at the advertising group level include,for example, changing a daily budget. For example, the contextualsubmenu 218 of FIG. 2 includes a respective menu item for each of theuser interfaces. Conditions necessary for defining events for theexecution of the particular operations associated with the advertisinggroups can be defined by users in the respective user interfaces.

Batching API Calls

In some implementation the scripting system 118 is implemented in amanner in which it must communicate with the advertisement managementsystem 116 through one or more APIs. Additionally, requests for data andchanges to data may result in multiple data elements being requested andmodified for a script execution for an API call. This can result inmultiple API calls between the respective systems. Furthermore, some APIcalls may be prone to failure due to the sheer size of the data set(s)underlying the call.

In some implementations, the system 118 generates API call batches formore efficient API utilization. For example, multiple update requestsfor particular entities of a same type can be issued in a single APIbatch rather than one at a time. When batching the API calls, the system118 can consider such factors as a maximum batch size defined by acardinality limit, batching when the script request is the sending of anupdate to the advertising management system API, and resubmitting abatch request with failing entities removed so that the batch executioncan at least be partially successful.

FIG. 6 is a block diagram depicting a batching technique 600 for APIcalls. As depicted in FIG. 6, a script system 602 generate an API call610 that is a batching of two or more API calls 610-1 . . . n to theadvertising system API 604. During script execution of a script, thescripting system 118 identifies requests that are collectively for afirst cardinality of first entities of a same type and corresponding tothe campaign management entity. For example, the script may requireseveral API calls for keyword entities and bid entities. The API callsfor the keyword entities are respectively batched into a single APIcall, and the API calls for the bid entities are respectively batchedinto another single API call.

The number of entities for each API call, however, are limited to acardinality limit based on the entity type. The cardinality limit mayvary for each entity type, as the time to process each call for eachparticular entity type may vary. For example, an API call for keywordsmay be limited to 10,000 keywords, and an API call for bids may belimited to 5,000 bids. Thus, if the number of entities for a batched APIcall exceeds the cardinality limit of the corresponding entity type, twoor more API calls will be generated, each corresponding to up to therespective cardinality limit of entities.

FIG. 7 is a flow diagram of an example process 700 for batching APIcalls. The process 700 can be implemented by a data processing apparatusin which the scripting system 118 is implemented.

The process executes a script defining a rule (702). The rule isassociated with a campaign management entity of an advertising campaign.The rule defines an operation that specifies an entity change for theassociated campaign management entity.

The process 700 identifies requests to an advertising service (704). Therequests are collectively for a first cardinality of first entities of asame type and corresponding to a particular campaign management entity,e.g., advertisement updates for a particular advertising campaign.

The process 700 selects a cardinality limit associated with the entitytype (706). For example, the process can access data defining respectivecardinality limits for advertisements, keywords, and advertisementgroups. Each respective cardinality limit can be different from eachother respective cardinality limit. An example process for determiningcardinality limits is described with reference to FIG. 8 below.

The process 700 determines if the first cardinality of entities isgreater than the cardinality limit (708). If the first cardinality ofentities is greater than the cardinality limit, then process 700generates two or more API calls to the advertising service for the firstentities, each of the API calls specifying up to the cardinality limitof first entities (712). This ensures that a particular batch call doesnot exceed a maximum allowed size. For example, the first entities arekeywords, the first cardinality is 17,000, and the cardinality limit forkeywords is 10,000, then two batches are generated—the first for 10,000keywords, and the second for the remaining 7,000 keywords. Conversely,if the first cardinality of entities is not greater than the cardinalitylimit, then the process 700 generates an API call to the advertisingservice for the first entities (710).

The cardinality limits can be set by system administrators, based, forexample, on observed failures (e.g., API call timeouts, etc.). However,in some implementations, the scripting system can automatically adjustthe cardinality limits of each entity type. FIG. 8 is a flow diagram ofan example process 800 for determining cardinality limits based oncampaign management entity types. The process 700 can be implemented bya data processing apparatus in which the scripting system 118 isimplemented.

The process 800 determines a success status defining one of a success orfailure for each API call in accordance with a processing metric (802).For example, if the processing metric is a timeout, the process 800determines which API calls timed out (failed) and which API calls didnot time out (succeeded).

The process 800 determining a success rate for API calls for the sameentity type and the cardinality limit (804). For example, for aparticular cardinality limit for keywords, e.g., 12,000, the processdetermines a success rate, e.g., 80%. Accordingly, 20% of the API callsare timing out.

The process 800 adjusts the cardinality limit associated with the entitytype until a desired success rate is achieved (806). For example, theprocess 800, as long as the success rate is below a desired rate,adjusts the cardinality limit downward. For API calls at the newlyadjusted cardinality limit, a new rate is determined over a time period,e.g., six hours. The process continue until a desired success rate isachieved, e.g., 90%, 100%, or some other value.

In some implementation, sending a batch of entities succeeds or fails inbinary fashion, e.g., if a single update in the batch fails, the entirebatch fails. The, the larger the batches, the higher the likelihood offailure. Accordingly, cardinality limits can also be set so that a highsuccess rate can be ensured even when timeouts do not occur. Thus, if anupper limit for a timeout for a particular entity type is 10,000, thesystem 118 may nevertheless set the cardinality limit to, e.g., 5,000 toreduce the likelihood of batch failures due to the update failure of asingle entity.

In some implementations, in the event of an update failure of aparticular entity, data describing the API failure is received by thesystem 118. The system 118 then generates a subsequent API call to theadvertising service for the first entities specified in the particularAPI call. However, the subsequent API call is exclusive of the failingfirst entity, i.e., the failing first entity is removed. The processcontinues until the batch succeeds.

Additionally, cardinality limits for a particular entity type may alsovary depending on the nature of the request. For example, for retrievaloperations, a higher cardinality limit may be set, as the retrievaloperation may not involve updates or changes on the advertising servingside, and may be service relatively quickly. However, for updates, thecardinality limit may be lower, as updates may fail more often thanretrieval operations.

Other factors in setting cardinality limits and batching API requestscan also be considered.

Heuristic Based Caching and Prefetching

Utilizing caching and prefetching is another way to more efficientlymanage API calls. Prefetching occurs when a data associated with apreviously return data set for a previous API call is requested. Theprefetched data are stored in local memory of an apparatus that isexecuting the script, and subsequent requests for the data need onlyquery the local cache for service, thus reducing the number of API callsrequired.

For example, assume following script is being executed:

var keywords=adgroup.getKeywords( )

for (var i=keywords; i<keywords.length; i++) {

var impressions=keywords[i].getImpressions(“yesterday”);

}

The script is executed sequentially. The first request results in areturn of an array of keywords for an advertising group. The nextrequest is implemented in a for loop, and issues a request forimpressions for each returned keyword in a sequential manner. Assuming1,000 keywords are returned in response to the first request, the secondrequest would result in a separate impression query for each keyword,and thus would generate a separate API call for each keyword.

The system 118, in some implementations, implements a prefetching andcaching process to reduce the number of API calls. For example, becausethe previous API call returned an array of 1,000 keywords, and thesubsequent API call is requesting a second data object using thepreviously returned entity as an index (i.e., the second data areassociated with the returned data), it is very likely that the seconddata will be requested for the entire set of keywords. Accordingly, theAPI call is expanded to include a request for the second data for eachof the entities returned in response to the first API call. Thus, whenthe command getImpressions(“yesterday”) is evaluated, the system 118determines that the request is for addition data related to a particularinstance of a returned data set (e.g., impressions for a particularkeywords in a set of keywords). In response, the system 118 expands therequest to request to request yesterday's impressions for all keywordsthat were provided for the original request, e.g., all keywords in thereturned array of keywords. This leads to large savings in terms ofqueries to the API servers in the advertising system 118.

FIG. 9 is a block diagram 900 depicting an expanded API call tofacilitate caching and prefetching of an API call. FIG. 9 is describedwith reference to FIG. 10, which is a flow diagram 1000 of an exampleprocess for expanding an API call. The process 1000 can be implementedin a data process apparatus that is used to implement the scriptingsystem 118.

The process 1000 generates a first API call (902) to an advertisingservice (1002). The first API call 902 is for first entities, e.g.,keywords for an advertisement group.

The process 1000 receives the entities 904 in response to the API call(1004). For example, and array of keywords is returned, and the keywordsare stored in a local cache.

The process 1000 evaluates a request for second data associated with oneof the first entities (1006). For example, the process evaluates acommand for impressions for one of the returned keywords.

The process 1000 determines whether the second data associated with thefirst entity is stored in the local cache (1008). For example, theprocess 1000 queries the local cache for an associated impression value.

If the second data is not stored in the local cache, the process 1000expands the request for second data associated with the first entity toan expanded request for second data associated with each of the firstentities in the set of first entities returned in response to theoriginal request 1010. For example, the request for impressions for oneof the keywords is expanded to include a request for impressions foreach keyword.

The process 1000 then generates an expanded API call 912 to theadvertising service for the expanded request, and receives the data 914in response (1012). Thereafter, for each additional request (e.g., theremaining iterations of the for loop described above), the process 1000need only query the local cache (1014).

In some implementations, the prefetching can be subject to thecardinality limits described above. For example, if an expanded API callwould result in a request for 20,000 entities that are related to areceived set of entities, the API calls can be batched and processed adescribed above with respect to batching API calls.

Additional Implementation Details

Embodiments of the subject matter and the operations described in thisspecification can be implemented in digital electronic circuitry, or incomputer software, firmware, or hardware, including the structuresdisclosed in this specification and their structural equivalents, or incombinations of one or more of them. Embodiments of the subject matterdescribed in this specification can be implemented as one or morecomputer programs, i.e., one or more modules of computer programinstructions, encoded on computer storage medium for execution by, or tocontrol the operation of, data processing apparatus. Alternatively or inaddition, the program instructions can be encoded on anartificially-generated propagated signal, e.g., a machine-generatedelectrical, optical, or electromagnetic signal, that is generated toencode information for transmission to suitable receiver apparatus forexecution by a data processing apparatus. A computer storage medium canbe, or be included in, a computer-readable storage device, acomputer-readable storage substrate, a random or serial access memoryarray or device, or a combination of one or more of them. Moreover,while a computer storage medium is not a propagated signal, a computerstorage medium can be a source or destination of computer programinstructions encoded in an artificially-generated propagated signal. Thecomputer storage medium can also be, or be included in, one or moreseparate physical components or media (e.g., multiple CDs, disks, orother storage devices).

The operations described in this specification can be implemented asoperations performed by a data processing apparatus on data stored onone or more computer-readable storage devices or received from othersources.

The term “data processing apparatus” encompasses all kinds of apparatus,devices, and machines for processing data, including by way of example aprogrammable processor, a computer, a system on a chip, or multipleones, or combinations, of the foregoing The apparatus can includespecial purpose logic circuitry, e.g., an FPGA (field programmable gatearray) or an ASIC (application-specific integrated circuit). Theapparatus can also include, in addition to hardware, code that createsan execution environment for the computer program in question, e.g.,code that constitutes processor firmware, a protocol stack, a databasemanagement system, an operating system, a cross-platform runtimeenvironment, a virtual machine, or a combination of one or more of them.The apparatus and execution environment can realize various differentcomputing model infrastructures, such as web services, distributedcomputing and grid computing infrastructures.

A computer program (also known as a program, software, softwareapplication, script, or code) can be written in any form of programminglanguage, including compiled or interpreted languages, declarative orprocedural languages, and it can be deployed in any form, including as astand-alone program or as a module, component, subroutine, object, orother unit suitable for use in a computing environment. A computerprogram may, but need not, correspond to a file in a file system. Aprogram can be stored in a portion of a file that holds other programsor data (e.g., one or more scripts stored in a markup languagedocument), in a single file dedicated to the program in question, or inmultiple coordinated files (e.g., files that store one or more modules,sub-programs, or portions of code). A computer program can be deployedto be executed on one computer or on multiple computers that are locatedat one site or distributed across multiple sites and interconnected by acommunication network.

The processes and logic flows described in this specification can beperformed by one or more programmable processors executing one or morecomputer programs to perform actions by operating on input data andgenerating output. The processes and logic flows can also be performedby, and apparatus can also be implemented as, special purpose logiccircuitry, e.g., an FPGA (field programmable gate array) or an ASIC(application-specific integrated circuit).

Processors suitable for the execution of a computer program include, byway of example, both general and special purpose microprocessors, andany one or more processors of any kind of digital computer. Generally, aprocessor will receive instructions and data from a read-only memory ora random access memory or both. The essential elements of a computer area processor for performing actions in accordance with instructions andone or more memory devices for storing instructions and data. Generally,a computer will also include, or be operatively coupled to receive datafrom or transfer data to, or both, one or more mass storage devices forstoring data, e.g., magnetic, magneto-optical disks, or optical disks.However, a computer need not have such devices.

Devices suitable for storing computer program instructions and datainclude all forms of non-volatile memory, media and memory devices,including by way of example semiconductor memory devices, e.g., EPROM,EEPROM, and flash memory devices; magnetic disks, e.g., internal harddisks or removable disks; magneto-optical disks; and CD-ROM and DVD-ROMdisks. The processor and the memory can be supplemented by, orincorporated in, special purpose logic circuitry.

To provide for interaction with a user, embodiments of the subjectmatter described in this specification can be implemented on a computerhaving a display device, e.g., a CRT (cathode ray tube) or LCD (liquidcrystal display) monitor, for displaying information to the user and akeyboard and a pointing device, e.g., a mouse or a trackball, by whichthe user can provide input to the computer. Other kinds of devices canbe used to provide for interaction with a user as well; for example,feedback provided to the user can be any form of sensory feedback, e.g.,visual feedback, auditory feedback, or tactile feedback; and input fromthe user can be received in any form, including acoustic, speech, ortactile input. In addition, a computer can interact with a user bysending documents to and receiving documents from a device that is usedby the user; for example, by sending web pages to a web browser on auser's client device in response to requests received from the webbrowser.

Embodiments of the subject matter described in this specification can beimplemented in a computing system that includes a back-end component,e.g., as a data server, or that includes a middleware component, e.g.,an application server, or that includes a front-end component, e.g., aclient computer having a graphical user interface or a Web browserthrough which a user can interact with an implementation of the subjectmatter described in this specification, or any combination of one ormore such back-end, middleware, or front-end components. The componentsof the system can be interconnected by any form or medium of digitaldata communication, e.g., a communication network. Examples ofcommunication networks include a local area network (“LAN”) and a widearea network (“WAN”), an inter-network (e.g., the Internet), andpeer-to-peer networks (e.g., ad hoc peer-to-peer networks).

The computing system can include clients and servers. A client andserver are generally remote from each other and typically interactthrough a communication network. The relationship of client and serverarises by virtue of computer programs running on the respectivecomputers and having a client-server relationship to each other. In someembodiments, a server transmits data (e.g., an HTML page) to a clientdevice (e.g., for purposes of displaying data to and receiving userinput from a user interacting with the client device). Data generated atthe client device (e.g., a result of the user interaction) can bereceived from the client device at the server.

An example of computing system in which the above-described techniquescan be implemented is shown in FIG. 11, which shows a block diagram of adata processing apparatus system. The system 2000 can be utilized toimplement the systems and methods described herein. The architecture ofthe system 2000 can, for example, be used to implement a computerclient, a computer server, or some other computer device.

The system 2000 includes a processor 2010, a memory 2020, a storagedevice 2030, and an input/output device 2040. Each of the components2010, 2020, 2030, and 2040 can, for example, be interconnected using asystem bus 2050. The processor 2010 is capable of processinginstructions for execution within the system 2000. In oneimplementation, the processor 2010 is a single-threaded processor. Inanother implementation, the processor 2010 is a multi-threadedprocessor. The processor 2010 is capable of processing instructionsstored in the memory 2020 or on the storage device 2030.

The memory 2020 stores information within the system 2000. In oneimplementation, the memory 2020 is a computer-readable medium. In oneimplementation, the memory 2020 is a volatile memory unit. In anotherimplementation, the memory 2020 is a non-volatile memory unit.

The storage device 2030 is capable of providing mass storage for thesystem 2000. In one implementation, the storage device 2030 is acomputer-readable medium. In various different implementations, thestorage device 2030 can, for example, include a hard disk device, anoptical disk device, or some other large capacity storage device.

The input/output device 2040 provides input/output operations for thesystem 2000. In one implementation, the input/output device 2040 caninclude one or more of a network interface device, e.g., an Ethernetcard, a serial communication device, e.g., and RS-232 port, and/or awireless interface device, e.g., an 802.11 card. In anotherimplementation, the input/output device can include driver devicesconfigured to receive input data and send output data to otherinput/output devices, e.g., keyboard, printer and display devices 2060.

While this specification contains many specific implementation details,these should not be construed as limitations on the scope of anyinventions or of what may be claimed, but rather as descriptions offeatures specific to particular embodiments of particular inventions.Certain features that are described in this specification in the contextof separate embodiments can also be implemented in combination in asingle embodiment. Conversely, various features that are described inthe context of a single embodiment can also be implemented in multipleembodiments separately or in any suitable subcombination. Moreover,although features may be described above as acting in certaincombinations and even initially claimed as such, one or more featuresfrom a claimed combination can in some cases be excised from thecombination, and the claimed combination may be directed to asubcombination or variation of a subcombination.

Similarly, while operations are depicted in the drawings in a particularorder, this should not be understood as requiring that such operationsbe performed in the particular order shown or in sequential order, orthat all illustrated operations be performed, to achieve desirableresults. In certain circumstances, multitasking and parallel processingmay be advantageous. Moreover, the separation of various systemcomponents in the embodiments described above should not be understoodas requiring such separation in all embodiments, and it should beunderstood that the described program components and systems cangenerally be integrated together in a single software product orpackaged into multiple software products.

Thus, particular embodiments of the subject matter have been described.Other embodiments are within the scope of the following claims. In somecases, the actions recited in the claims can be performed in a differentorder and still achieve desirable results. In addition, the processesdepicted in the accompanying figures do not necessarily require theparticular order shown, or sequential order, to achieve desirableresults. In certain implementations, multitasking and parallelprocessing may be advantageous.

What is claimed is:
 1. A system, comprising: a data processing apparatusincluding one or more computers; a computer storage system storinginstructions that when executed by the data processing apparatus causethe data processing apparatus to perform operations comprising:generating, by the data processing apparatus, a first API call to anadvertising service, the first API call requesting first entitiescorresponding to a campaign management entity; receiving a set of firstentities in response to the first API call; storing the set of firstentities in a local cache of the data processing apparatus; processingan instruction for a given request for second data associated with aparticular first entity of the set of first entities; determining, afterand based on the processing, that the second data associated with theparticular first entity is not stored in the local cache; after andbased on the determining: generating an expanded request for multiplesets of second data associated with a plurality of additional firstentities in the set of first entities, each set of second data being fora given additional first entity and being different from the set ofsecond data for at least one other additional first entity; andgenerating a single second API call to the advertising service thatincludes the given request and the expanded request, the single secondAPI call being generated prior to processing a second request for thesecond data associated with one of the additional first entities;receiving the second data associated with each of the additional firstentities and the second data for the particular first entity; andstoring the second data for the additional first entities in the localcache.
 2. The system of claim 1, wherein the instructions cause the dataprocessing apparatus to perform operations comprising: for each secondAPI call to the advertising service: determining an entity type of theparticular first entity, a cardinality of instances of second dataassociated with the entity type, and success status defining one of asuccess or failure in receiving the second data associated with theexpanded request for which the second API is generated in accordancewith a processing metric; determining a success rate for second APIcalls corresponding to the cardinality of instances and the entity type;and adjusting the cardinality of instances of the second data associatedwith the entity type until a desired success rate is achieved.
 3. Thesystem of claim 2, wherein the desired success rate is 100%.
 4. Thesystem of claim 3, wherein generating the expanded request for themultiple sets of second data associated with the plurality of additionalfirst entities in the set of first entities comprises: determining theentity type of the particular first entity and the adjusted cardinalityof the second data associated with the entity type; and generating theexpanded request for second data associated with a subset of theadditional first entities with a cardinality equal to the adjustedcardinality.
 5. The system of claim 3, wherein the processing metric isa timeout metric.
 6. The system of claim 1, wherein the second dataassociated with the particular first entity are campaign managemententities subordinate to the particular first entity.
 7. The system ofclaim 1, wherein the instructions cause the data processing apparatus toperform operations comprising accessing the local cache for the seconddata associated with the particular first entity in response to thedetermining that the second data associated with the first entity isstored in the local cache.
 8. The system of claim 1, wherein each firstentity of the set of first entities comprises a keyword for anadvertisement campaign and the second data for each keyword comprises anumber of impressions of an advertisement provided based on the keyword.9. The system of claim 1, wherein the instructions cause the dataprocessing apparatus to perform operations comprising: processing, aftergenerating the second API call, the second request for the second dataassociated with a given entity of the additional first entities; andretrieving the second data associated with the given entity from thelocal cache rather than generating an additional API call for the seconddata associated with the given entity.
 10. The system of claim 1,wherein generating the expanded request for multiple sets of second dataassociated with the plurality of additional first entities in the set offirst entities comprises: determining that the second data associatedwith each first entity of the set of first entities will be requestedbased on (i) the set of first entities being received in response to thefirst API call and (ii) the instruction for a given request for seconddata associated with a particular first entity of the set of firstentities being processed; and generating the expanded request inresponse to determining that the second data associated with each firstentity of the set of first entities will be requested.
 11. A methodperformed by a data processing apparatus, comprising: generating a firstAPI call to an advertising service, the first API call requesting firstentities corresponding to a campaign management entity; receiving a setof first entities in response to the first API call; storing the set offirst entities in a local cache of the data processing apparatus;processing an instruction for a given request for second data associatedwith a particular first entity of the set of first entities;determining, after and based on the processing, that the second dataassociated with the particular first entity is not stored in the localcache; after and based on the determining: generating an expandedrequest for multiple sets of second data associated with a plurality ofadditional first entities in the set of first entities, each set ofsecond data being for a given additional first entity and beingdifferent from the set of second data for at least one other additionalfirst entity; and generating a single second API call to the advertisingservice that includes the given request and the expanded request, thesingle second API call being generated prior to processing a secondrequest for the second data associated with one of the additional firstentities; receiving the second data associated with each of theadditional first entities and the second data for the particular firstentity; and storing the second data for the additional first entities inthe local cache.
 12. The method of claim 11, further comprising: foreach second call to the advertising service: determining an entity typeof the particular first entity, a cardinality of instances of seconddata associated with the entity type, and success status defining one ofa success or failure in receiving the second data associated with theexpanded request for which the second API is generated in accordancewith to a processing metric; determining a success rate for second APIcalls corresponding to the cardinality of instances and the entity type;and adjusting the cardinality of instances of the second data associatedwith the entity type until a desired success rate is achieved.
 13. Themethod of claim 12, wherein the desired success rate is 100%.
 14. Themethod of claim 12, wherein generating the expanded request for themultiple sets of second data associated with the plurality of additionalfirst entities in the set of first entities comprises: determining theentity type of the particular first entity and the adjusted cardinalityof the second data associated with the entity type; and generating theexpanded request for second data associated with a subset of theadditional first entities with a cardinality equal to the adjustedcardinality.
 15. The method of claim 12, wherein the processing metricis a timeout metric.
 16. The method of claim 11, wherein the second dataassociated with the particular first entity are campaign managemententities subordinate to the particular first entity.
 17. Anon-transitory computer readable storage medium storing softwareinstructions executable by a data processing apparatus and that uponsuch execution cause the data processing apparatus to perform operationscomprising: generating a first API call to an advertising service, thefirst API call requesting first entities corresponding to a campaignmanagement entity; receiving a set of first entities response to the APIcall; storing the set of first entities in a local cache of the dataprocessing apparatus; processing an instruction for a given request forsecond data associated with a particular first entity of the set offirst entities; determining, after and based on the processing, that thesecond data associated with the particular first entity is not stored inthe local cache; after and based on the determining: generating anexpanded request for multiple sets of second data associated with aplurality of additional first entities in the set of first entities,each set of second data being for a given additional first entity andbeing different from the set of second data for at least one otheradditional first entity; and generating a single second API call to theadvertising service that includes the given request and the expandedrequest, the single second API call being generated prior to processinga second request for the second data associated with one of theadditional first entities; receiving the second data associated witheach of the additional first entities and the second data for theparticular first entity; and storing the second data for the additionalfirst entities in the local cache.
 18. The computer readable storagemedium of claim 17, wherein the instructions cause the data processingapparatus to perform operations comprising: for each second API call tothe advertising service: determining an entity type of the particularfirst entity, a cardinality of instances of second data associated withthe entity type, and success status defining one of a success or failurein receiving the second data associated with the expanded request forwhich the second API call is generated in accordance with a processingmetric; determining a success rate for second API calls corresponding tothe cardinality of instances and the entity type; and adjusting thecardinality of instances of the second data associated with the entitytype until a desired success rate is achieved.
 19. The computer readablestorage medium of claim 18, wherein the desired success rate is 100%.20. The computer readable storage medium of claim 18, wherein generatingthe expanded request for the multiple sets of second data associatedwith the plurality of additional first entities in the set of firstentities comprises: determining the entity type of the particular firstentity and the adjusted cardinality of the second data associated withthe entity type; and generating the expanded request for second dataassociated with a subset of the additional first entities with acardinality equal to the adjusted cardinality.
 21. The computer readablestorage medium of claim 18, wherein the processing metric is a timeoutmetric.